\section{Diffusion and Standards}
\label{sec:diffusion}
\textit{''[S]tandards themselves promote the diffusion of innovative products, which is most important for the economic impact of innovation.''} \citep[p. 11]{SWANN}
From this we can depict that standards play an important role in the process of diffusion of a product in the market. So, this section reveal the basic understanding of diffusion and adoption of an innovation.

\subsection{Diffusion of Innovations}
The diffusion of an innovation is very important to achieve the benefit of innovation. Rogers describes the adoption model in his book, ``Diffusion of innovations''. He defines diffusion as \textit{``the process in which an innovation is communicated through certain channels over time among the members of a social system.''} \citep[p. 5]{ROGERS} \bigskip

\noindent From the definition and as Rogers defined, there are four key components in the diffusion of innovations: Innovation, Communication channels, time and social system \citep{ROGERS}. Rogers also discuss the adoption of an innovation. He defines different attributes of innovation that can help to increase the rate of adoption. So, he argues that innovation that offers more relative advantage, compatibility, simplicity, trialability and observability will be adopted faster than other innovations.

\begin{figure}[H]
\begin{center}
\includegraphics[scale=0.5]{./Pictures/DiffusionOfInnovation.png}
\end{center}
\caption{Rogers' Diffusion Model (2003)}
\label{fig:rogersdiffusion}
\end{figure}

\noindent In this model Rogers categorizes the adopters into different levels on the basis of innovativeness. He terms this as adopter categories and defines as \textit{``the classifications of members of a social system on the basis of innovativeness.''} \citep{ROGERS} Rogers' classification includes innovators, early adopters, early majority, late majority, and laggards. \bigskip

\noindent A similar type of model is also presented by Geoffrey A. Moore\footnote{A summary can be found at: \url{http://www.comite-richelieu.org/uploads/blog/3a32012f8d33be721d79e081c43cba64.pdf}}. But the difference between Rogers' diffusion model and Moore's model is that Moore describes the ``technology adoption life cycle''. Also, there are cracks in the curve between each phase and the biggest gap is between early adopters and early majority. Moore names this gap as ``chasm''.
 
\begin{figure}[H]
\begin{center}
\includegraphics[scale=0.8]{./Pictures/chasm.png}
\end{center}
\caption{Technology Adoption Life Cycle \citep{GMOORE}}
\label{fig:moorechasm}
\end{figure}

\noindent Moore describes that majority of promising products fail to cross this chasm and happen to disappear from the market. One of the most successful ways to cross this chasm is to target the appropriate niche where you can be the winner and not only the competitor and afterwards expand into other niches or markets to make it larger.\footnote{\url{http://www.squeezedbooks.com/articles/crossing-the-chasm.html}} Moore describes early majority as pragmatists. They care about the company, product, complementary products, reliability of the product and so on. It is very difficult to sell the product to pragmatists but once you have succeeded, they tend to be very loyal customer. He suggests that following these steps can help to cross the chasm \citep{GMOORE}:

\begin{description}

\item[Target the point of attack:] This includes targeting a specific market and using all the resources in that specific market to be the dominant leader in that market. This also includes identifying the target customer, compelling reason to buy, complete product, partners and allies, pricing, positioning, secondary target customer.

\item[Assemble an invasion force:] Create the complete product. Think from the customers point of view and try to provide all the required help, accessories, complementary products. This can be done by own or by forming alliances.

\item[Define the battle:] Create the competition and define positioning and de{\-}monstrate that you are the indisputable leader.

\item[Launch the invasion:] Through distribution and pricing. Direct sales is the best channel for high-tech and is also the best channel for crossing the chasm.

\end{description}

\noindent Discussing about Applications versus platforms, Moore explains

\begin{quote}

\textit{``For actual chasm crossing applications have a huge advantage. That is because disruptive innovations are more likely to be championed by end users than by the technology professionals that operate the current infrastructure. Applications are what an end user sees [...] And if the application fixes a broken, mission-critical business process, they can insist on its deployment in spite of an IT department's reluctance [...] To accelerate the adoption of platforms, then, vendors must clothe them in applications clothing. That is, they must tie them directly to an application in order to gain the end-user sponsorship necessary to secure a beachhead.''} \citep{GMOORE}

\end{quote}


\noindent This explains that applications can be a perfect tool to support the platform to cross the chasm.

